'If Carlsberg did...' returns to TV after four years

The new ad, called "if Carlsberg did…supermarkets" aired on TV in the UK last night. The ad will also run online and on TV in Ireland, Sweden and Denmark, among other places.

72andSunny Amsterdam created the latest spot, in which a group of lads make their way around a supermarket stocked with their favourite things.

The work was created by Matt Heck and Lee Hempstock, and directed by Martin Kalina through Pulse Films.

Mikkel Pilemand, vice-president of the Carlsberg brand, said: "It’s great to be back on air with ‘If Carlsberg did…’ It is a very strong campaign that has global appeal. 72andSunny has based this first new execution around strong consumer insights that resonate very well with today’s beer drinkers."

Nic Owen, the managing director 72andSunny Amsterdam, said: "'If Carlsberg did...’ was a meme before memes existed and has remained as key internet parlance. We're super excited about making the most of it in a day and age it's perfectly suited for."